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Dunkin’ Donuts shrinking menu to improve ‘doughnut mojo’

September 30, 2017October 1, 2017 by Fox News

From our friends at Fox:

Dunkin' Donuts shrinking menu to improve 'doughnut mojo'

Wild flavors, you will be missed.

(iStock)

Dunkin’ Donuts is attempting to simplify its doughnut offerings by booting flavors off the menu. By the end of October, the chain will offer 24 varieties in some stores, but most locations are downsizing from 30 varieties to 18.

Dunkin’s brand president of U.S. and Canada David Hoffman says this move will get the brand its “doughnut mojo” back.

“We’ve shrunk the amount of doughnut variety and we’re seeing a lift in those markets instantly,” he said in an interview with Nation’s Restaurant News.